PROJECT: Re-name Riley Genomics, a bioscience company specializing in rheumatoid arthritis diagnostics and treatment.
CRESCENDO: Building to a climax.
BRAND POSITIONING: Riley Genomics needed a new name to differentiate it from the pack of surname-saddled biotech company names and to support the brand positioning of capturing the excitement of “building momentum” toward better treatment and eventually a cure for the terrible disease that is rheumatoid arthritis. The name Crescendo to perfectly conveys the sense of power and the upwelling of hope and joy that is the great promise of their new approach to solving the scourge of rheumatoid arthritis and other rheumatologic disorders.
UPDATE: Crescendo was acquired by Myriad Genetics and folded into its Vectra rheumatoid arthritis division.